旅游網(wǎng)絡(luò)營(yíng)銷外文翻譯

1、<p><b>　　畢業(yè)論文外文翻譯</b></p><p>　　所在學(xué)院： 經(jīng)濟(jì)與管理學(xué)院 </p><p>　　專 業(yè)： 市場(chǎng)營(yíng)銷 </p><p>　　班 級(jí)： </p><p

2、>　　學(xué) 號(hào)： </p><p>　　姓 名： </p><p>　　指導(dǎo)教師： </p><p>　　2013年 10 月 24 日</p>&l

3、t;p>　　譯文： 電子商務(wù)與旅游業(yè)</p><p>　　電子商務(wù)的鼎盛時(shí)期已經(jīng)過去還是僅僅只是在休整？商業(yè)和股市期望沒有得到滿足。但是，拋去其強(qiáng)硬的經(jīng)濟(jì)問題和數(shù)量稀少旅客，電子商務(wù)在諸如旅游和旅游業(yè)的網(wǎng)上交易的一些部門依然不斷增加。這個(gè)行業(yè)是在B2C（企業(yè)對(duì)消費(fèi)者）領(lǐng)域的領(lǐng)導(dǎo)型應(yīng)用。而在其他行業(yè)有較強(qiáng)的堅(jiān)持傳統(tǒng)工藝，旅游業(yè)正經(jīng)歷一個(gè)電子商務(wù)的接受過程，該行業(yè)的結(jié)構(gòu)正在發(fā)生變化。網(wǎng)絡(luò)不僅用于收集信息；通過

4、互聯(lián)網(wǎng)訂購服務(wù)正在被接受。一個(gè)新型的用戶正在出現(xiàn)，接受成為他自己的旅行社，并建立自己的旅游套票。</p><p>　　在2002年美國(guó)在線旅游市場(chǎng)增長(zhǎng)了45％至27億元。占市場(chǎng)總值的14.4％，歐洲在線旅游增加了67％，占市場(chǎng)總額的3.6％（根據(jù)區(qū)域與旅游研究，www.crt.dk丹麥中心）。同年美國(guó)32％的旅客已使用互聯(lián)網(wǎng)預(yù)訂旅游安排（見www.nua.com/surveys/）。預(yù)測(cè)到2007年30%的B2C

5、交易在歐洲的德國(guó)將在互聯(lián)網(wǎng)上完成。然而 ，其他的市場(chǎng)研究機(jī)構(gòu)發(fā)布其他，高和低，編號(hào)。這些統(tǒng)計(jì)數(shù)據(jù)問題，他們是基于不同，要么寬或窄、定義：要么區(qū)分：電子商務(wù)和電子商務(wù)(看到后者作為部分的第一)或不是 ，并且使用不同的變量和測(cè)量方法。但是，即使證明不同的定義，給出了所有的統(tǒng)計(jì)數(shù)字旅游域點(diǎn)向上。然而，在所有這些定義虧缺了一個(gè)重要方面我們可以看出在旅游案例：他們是所有交易和商業(yè)導(dǎo)向和忽略了這個(gè)事實(shí)，即網(wǎng)絡(luò)也是一個(gè)中等的好奇心

6、、創(chuàng)建社區(qū)或剛一件有趣的事，所有這一切都可能發(fā)生，也可能不會(huì)獲得業(yè)務(wù)。特別是旅游產(chǎn)品與情感體驗(yàn)，有趣但并不僅僅是業(yè)務(wù)。</p><p><b>　　一、關(guān)于這個(gè)行業(yè) </b></p><p>　　旅游及旅游業(yè)作為一個(gè)全球或者說全球化的行業(yè)體現(xiàn)了非常具體的特點(diǎn)： </p><p>　　1. 旅行和觀光的代表了大約11

7、%世界范圍內(nèi)(GDP)旅游衛(wèi)星賬戶后舉行的世界旅游的方法和旅游委員會(huì))； </p><p>　　2. 將有十億國(guó)外游客在2010年世界旅游組織，平均而言，旅游增長(zhǎng)速度超過其他的經(jīng)濟(jì)部門； </p><p>　　3. 作為一個(gè)傘業(yè)它涉及到許多部門，如文化或體育運(yùn)動(dòng)，超過30種不同的工業(yè)部件，服務(wù)已確認(rèn)的旅行者； </p><

8、;p>　　4. 解釋了整個(gè)行業(yè)的非均質(zhì)性，因?yàn)樗闹行∑髽I(yè)結(jié)構(gòu)(尤其是拍照的時(shí)候目的地的觀點(diǎn))，它有</p><p>　　一個(gè)巨大的重要性了區(qū)域發(fā)展。例如,在歐盟的飯店和餐廳部門占了超過130萬個(gè)企業(yè),這些8.5都是歐洲的企業(yè)。95%的企業(yè)是非常小的,例如有的企業(yè)只有1 - 9名員工；</p><p>　　5. 供給與需求面形成一個(gè)世界范圍的網(wǎng)

9、絡(luò)，兩種生產(chǎn)和分配規(guī)律是基于合作。 </p><p>　　6. 該產(chǎn)品是具有階段性和復(fù)雜性的，（1）一個(gè)賓館房間的床上，不賣一晚代表一個(gè)失落的收入。供應(yīng)商面臨著潛在危險(xiǎn)，而這種危險(xiǎn)通過獲得的信息的可能得意減少；(2)旅游產(chǎn)品本身是一種“捆綁型”的基本產(chǎn)品。支持相當(dāng)復(fù)雜的捆綁產(chǎn)品必須有很好定義與尊重對(duì)消費(fèi)者需求、價(jià)格或者還經(jīng)銷渠道的接口。 </p><p>　　

10、旅游是一種以信息為基礎(chǔ)的業(yè)務(wù)，給予一個(gè)先于體驗(yàn)的綜合評(píng)價(jià)它的特質(zhì)是不可能的。游客不得不離開自己的日常環(huán)境消費(fèi)產(chǎn)品。此刻的決策，只可得到一個(gè)基于一系列的信息通過后天的多套頻道(網(wǎng)絡(luò)、電視、小冊(cè)子或朋友) 的產(chǎn)品的抽象模型。這一特點(diǎn)的旅游產(chǎn)品信息都需要消費(fèi)者和供應(yīng)商兩個(gè)方面，面對(duì)高信息搜尋成本，導(dǎo)致信息市場(chǎng)的不完善。所有這些反過來使其建立起相應(yīng)的信息和價(jià)值的長(zhǎng)鏈。</p><p>　　原文：ELECTRON

11、IC COMMERCE AND TOURISM </p><p>　　Has e-commerce past its prime or just resting? Business and stock market expectations have not been fulfilled. However, in some sectors such as the travel and tourism indus

12、try online transactions are continuously increasing, despite its tough economic problems and fewer travelers. This industry is the leading application in the B2C (business-to-consumer) arena. Whereas in other industries

13、there is a stronger hold to traditional processes, the tourism industry is witnessing an acceptance of e-com</p><p>　　In 2002 the US online travel market increased by 45% up to 27 Bn. U$, accounting for 14.4

14、% of the total travel market; and in Europe the online travel increased by 67%, making up 3.6 % of the total market (according to the Danish Center for Regional and Tourism Research, www.crt.dk). In the same year 32 % of

15、 US travelers have used the Internet to book travel arrangements (see www.nua.com/surveys/). And [9] forecasts that by 2007 30% of all B2C transaction in the European German speaking countrie</p><p>　　1 The

16、Industry </p><p>　　The travel & tourism industry as a global (and a globalization) industry shows very specific features: ??</p><p>　　Travel and tourism represents approx. 11% of the world

17、 wide GDP (following the tourism satellite account method of the World Travel & Tourism Council). ??</p><p>　　There will be one Billion international arrivals in the year 2010 (following the World Touri

18、sm Organization), and on average tourism grows faster than the other economic sectors. ??</p><p>　　As an umbrella industry it relates to many sectors such as culture or sport, over 30 different industrial c

19、omponents have been identified that serve travelers. ??</p><p>　　This explains the industry’s heterogeneity, and due to its SME structure (especially when taking a destination point of view) it has a huge i

20、mportance for regional development. For example, in the EU the hotel and restaurants sector accounts for more than 1.3 million enterprises, these are 8.5 % ofball European enterprises. 95.5 % of these enterprises are ve

21、ry small, e.g., 1-9 employees. ??</p><p>　　The supply and the demand side form a worldwide network, where both production and distribution are based on cooperation. ??</p><p>　　The product is

22、perishable and complex: i) a hotel bed not sold for one night represent a lost income. Suppliers are in a risky situation, which can be reduced if access to information is available; ii) the tourism product itself is a

23、bundle of basic products. To support the rather complex bundling products must have well defined interfaces with respect to consumer needs, prices or also distribution channels. </p><p>　　Tourism is an info

24、rmation based business, the product is a “confidence good“; an a priori comprehensive assessment of its qualities is impossible. Tourists have to leave their daily environment for consuming the product. At the moment of

25、decision-making, only an abstract model of the product is available, which is based on a range of information acquired through a multiple set of channels (Web, TV, brochures or friends). This characteristic of tourism pr

26、oducts requires information on both, the c</p><p>　　譯文：在中國(guó)電子商務(wù)對(duì)旅游業(yè)的影響 </p><p>　　一、中國(guó)旅游業(yè)的發(fā)展</p><p>　　從持續(xù)快速發(fā)展的中國(guó)旅游、國(guó)際旅游行業(yè)已普遍看好中國(guó)市場(chǎng),并預(yù)測(cè)中國(guó)將成為最受歡迎的旅游目的地在21世紀(jì)。在市場(chǎng)經(jīng)濟(jì)中,需求是最重要的資源,需求是最大的優(yōu)勢(shì)。在中

27、國(guó),要求入境旅游、國(guó)內(nèi)旅游和出境旅游是變熱門了,它已成為世界上最高的增長(zhǎng)率多年。</p><p>　　特別是近年來,世界經(jīng)濟(jì)的增長(zhǎng),東南亞經(jīng)濟(jì)復(fù)蘇,極大地鼓舞了國(guó)際旅游需求的上升。與此同時(shí),作為主要的旅游經(jīng)濟(jì)的重要力量,刺激國(guó)內(nèi)需求,國(guó)內(nèi)旅游也出現(xiàn)了一個(gè)巨大的市場(chǎng)潛力在過去的兩年里。它可以預(yù)計(jì)在未來20年,中國(guó)的經(jīng)濟(jì)發(fā)展將進(jìn)一步加快人們的生活標(biāo)準(zhǔn),旅游需求將繼續(xù)擴(kuò)大。因此,中國(guó),這是世界上第一個(gè)國(guó)內(nèi)旅游市場(chǎng),有可

28、能實(shí)現(xiàn)世界旅游的能量。中國(guó)抓住機(jī)遇,迎接挑戰(zhàn),用高科技改造傳統(tǒng)旅游業(yè)向現(xiàn)代旅游。</p><p>　　二、旅游業(yè)的分析電子商務(wù)環(huán)境下的價(jià)值鏈</p><p>　　“電子商務(wù)”是傳播與普及的互聯(lián)網(wǎng)。旅游是一個(gè)勞動(dòng)密集型和技術(shù)密集型行業(yè)的信息。在旅游市場(chǎng),非物質(zhì)商品為導(dǎo)向的旅游活動(dòng)在旅游市場(chǎng)的推動(dòng)力量在流動(dòng)的物質(zhì)形式的商品,但信息的傳播旅游產(chǎn)品所引起的流動(dòng)的游客,從這點(diǎn)來看,旅游業(yè)的核心是信息

29、的傳播。引入旅游電子商務(wù)帶來了新的機(jī)會(huì)為發(fā)展旅游業(yè)。電子商務(wù)已經(jīng)介紹給旅游業(yè)做了幾年,但它的勢(shì)頭非常強(qiáng)。在信息時(shí)代電子商務(wù)已成為旅游貿(mào)易新模式。2002年,全球旅游業(yè)電子商務(wù)銷售額超過630億美元,連續(xù)5年超過350%的增長(zhǎng)速度。根據(jù)世界旅游組織預(yù)計(jì)在未來的5年里,旅游電子商務(wù)將占25%的所有旅游事務(wù),和旅游電子商務(wù)電子商務(wù)的比例將達(dá)到20%至25%。</p><p>　　在中國(guó),旅游電子商務(wù)的網(wǎng)站出現(xiàn)在1996

30、年,到現(xiàn)在,它已經(jīng)超過了5000,其中有超過300名專業(yè)旅游網(wǎng)站,包括三個(gè)類別、區(qū)域網(wǎng)站、專業(yè)網(wǎng)站。區(qū)域性站點(diǎn)主要是對(duì)當(dāng)?shù)鼐包c(diǎn),風(fēng)景秀麗的介紹,整體實(shí)力差用更少的信息,他們很難保證他們的金融收入。專業(yè)的網(wǎng)站主要進(jìn)行專業(yè)的旅行社業(yè)務(wù),包括傳統(tǒng)旅行社和專業(yè)網(wǎng)站的電子商務(wù)的網(wǎng)站。前者有中青旅網(wǎng)絡(luò),國(guó)旅凈。舒適旅行也打開了第一個(gè)出境旅游網(wǎng)站,提供服務(wù),為出境旅游登記、護(hù)照、簽證、邊境控制、海關(guān)和其他知識(shí)。后者有攜程旅游網(wǎng),e長(zhǎng)網(wǎng)、中國(guó)旅游網(wǎng)。電

31、子商務(wù)是最重要的為中國(guó)旅游業(yè)參與國(guó)際比賽。國(guó)家旅游局高度關(guān)注這個(gè)。</p><p>　　三、旅游和旅游電子商務(wù)</p><p>　　作為一個(gè)先進(jìn)的電子商務(wù)貿(mào)易、電子商務(wù)包括三個(gè)部分:信息咨詢服務(wù)系統(tǒng)、貨幣支付系統(tǒng)、物流和分銷系統(tǒng),簡(jiǎn)言之,即:信息流、資金流和物流。相比其他傳統(tǒng)產(chǎn)業(yè),除了大量的信息服務(wù)、高可靠性、“在線旅游”還有另一個(gè)優(yōu)勢(shì),這是非常方便的物流和分銷。</p>&

32、lt;p>　　一般旅游網(wǎng)站剛剛發(fā)布了一些旅游信息,而不是使用網(wǎng)上電子商務(wù),這就是為什么他們沒有取得太多突破。從1999年下半年,旅游電子商務(wù)也正式啟動(dòng),出現(xiàn)了大量的IT專業(yè)人員進(jìn)入旅游網(wǎng)站。目前,“中青旅在線”網(wǎng)站正式對(duì)外開放作為一個(gè)大的,傳統(tǒng)的旅行社,它標(biāo)志著中國(guó)青年旅行社的旅游電子商務(wù)行業(yè)正式拉開帷幕。</p><p>　　原文：Impact of E-commerce on Tourism in Ch

33、ina </p><p>　　I．The development of Chinese tourism </p><p>　　From the sustained and rapid developing of Chinese tourism, the international tourism industry has been generally optimistic abou

34、t the Chinese market, and predicted that China will be the most popular tourist destination in the 21st century. In a market economy, the demand is the most important resource, demand is the biggest advantage. In China,

35、the demands for inbound tourism, domestic tourism and outbound tourism are heating up, it has become the world's highest growth rate for years. </p><p>　　Especially for recent years, the growth of worl

36、d economy, and the economic recovery in Southeast Asia, has greatly encouraged the rising of international tourism demand. Meanwhile, as the main tourist economy and an important force in stimulating domestic demand, the

37、 domestic tourism has showed up a huge marketing potential in the past two years. It can be expected in the next 20 years, China's economic development will further accelerate the people's living standard, and th

38、e tourism demand will</p><p>　　II．The analysis of the tourism industry value chain under e-commerce environment</p><p>　　"E-commerce" is spread with the popularity of the Internet. Tou

39、rism is a labor-intensive and information technology-intensive industry. In the tourism market, non-material goods as a trade-oriented tourism activities in the tourism market is not the driving force in the flow of mate

40、rial in the form of a commodity, but the transmission of information on tourism products caused by the flow of tourists. From this point of view, the core of tourism circulating is information. The introduction of tou<

41、;/p><p>　　In China, tourism e-commerce website appeared in 1996, to the present, it has reached more than 5,000, among which, there are more than 300 professional travel sites, including three categories, regio

42、nal sites, professional sites. Regional sites are mainly about local attractions, scenic beauty of the introduction, the overall strength is poor with less information, it’s difficult for them to guarantee their financia

43、l income. The professional sites mainly carry out professional travel agency bus</p><p>　　III．Tourism and tourism E-commerce </p><p>　　As an advanced e-commerce trade, e-commerce consists of th

44、ree parts: information consulting services system, currency payment system, logistics and distribution system, in short, that is: information, capital and logistics. Compared with other traditional industries, besides th

45、e huge amount of information service, high reliability, "online travel" has another advantage, it’s has very convenient logistics and distribution. </p><p>　　General travel sites just released so

46、me tourist information, not using the online electronic commerce, that’s why they have not achieved much breakthrough. From the second half of 1999, the travel e-commerce was officially activated, which was marked by a l

47、arge number of IT professionals entering travel sites. At present, "CYTS Online" website officially opened as a large, traditional travel agency, which marks the China Youth Travel Service's travel e-commer